Comment: We're seeing exceptional trading at Westfield Stratford

We’re already well through the half way mark of the London 2012 Olympic Games, and we’re seeing some exceptional trading and record breaking crowds at Westfield Stratford City.

The Games started with Danny Boyle’s magnificent curtain raiser, but in retail terms it’s been Westfield Stratford City that’s taken centre stage as the first shopping centre in the history of the Olympic Games to be next to the Olympic park. We’ve captured the interest of the world’s media, and are playing second home to international sportsmen and women on their way to and from different stadia and the Athletes Village. There really has been an injection of sporting and screen celebrity right across the board, making life around the centre that little bit more glamourous!

Amir Kahn, Stephen Fry and Bruce Jenner have all visited Westfield Stratford City, whilst other A-listers Daniel Craig, Kim Kardashian and Stella McCartney are all rumoured to have been seen at Europe’s largest shopping centre in the last few days. David Beckham surprising an Adidas fan in the photo booth was an immediate hit with everyone on the team, and last weekend’s Olympic Torch arrival at the Google+ machine in the Food Gallery proved to be huge success. Meanwhile Next spoiled visitors with meet and greets from Olympic legends Torvill & Dean, Roger Black and Dame Kelly Holmes to promote sales of the Team GB scarf with all proceeds going to the British Olympic Association.

We are working closely with all partners to ensure the smooth running of the games. Due to all Olympic Park venues operating on Friday 3rd and Saturday 4^th August we agreed to restrict access to Westfield Stratford City to ticket holders and accredited personnel only, between 10:30am and 5pm.  We did however continue to receive record numbers of visitors in the centre across these two days. 

As expected, all 70 places to eat and drink have proved extremely popular with Games visitors looking for refreshment before and after event sessions. The Street, with its bars and restaurants, has an amazing atmosphere with a sea of colourful international flags. Pop up bar ‘The Calf’ opened especially to capitalise on the Games opportunity, and is drawing in the crowds - as is Tap East, the speciality brewer next to Stratford International station offering pints of the best boutique beers from the UK. Sports shops have also been noticeably busier including the Russian sports brand BOSCO – who have provided Russia, Ukraine and Spain’s national team kit, already seen on many a podium this last week.

Despite most of the sporting action happening in the East End, and huge crowds visiting Westfield Stratford City, the Games are also having a positive impact on Westfield London in Shepherd’s Bush - with traffic up compared to the previous non-Games week. We increased trading hours at both London centres by up to 30 per cent to meet increase in customer demand, and have worked particularly closely with our retailers during this unique time to enhance customer experience. Things continue to move very quickly here, and retailers are conducting celebrity signings and appearances daily – they are, after all, on the world’s greatest stage!

• Bill Giouroukos is Westfield’s director of operations for the UK